Transcript of "Slides for the Marketing Through Mobile panel at the What's Next Boomer Business Summit 2013"

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Bits on Gaming and the 50+What’s Next Boomer Business Summit, 12 March 2013By Mike Lee, AARP 1

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General stats on • Consumers spent $24.75 billion on video games, hardware and accessories in 2011.gaming… • Purchases of digital content accounted for 31 percent of game sales in 2011, generating $7.3 billion in revenue. • The average U.S. household owns at least one dedicated game console, PC or smartphone. • The average game player is 30 years oldhttp://www.theesa.com/ and has been playing games for 12 years. • The average age of the most frequent game purchaser is 35 years old. • Forty-seven percent of all game players are women. In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (30 percent) than boys age 17 or younger (18 percent). 2

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More than 200 million people worldwide play General stats on casual games via the Internet. In 2010, the casual gaming… world wide connected casual games industry had revenues of nearly $6.00 billion on mobile, iPhone, social networks, PC, Mac and Xbox LIVE Arcade platforms. Casual games appeal to people of all ages, gender and nationalities. A majority of those who purchase casual games, however, arehttp://casualgamesassociation.org/ over 30 and female. In addition, casual games are usually played for a short period of time, from five minutes to 20 minutes though its common for people to play game after game for hours. Over 400 casual games are developed and launched on major web portals, thousands of iPhone and thousands of social games are launched every year. Typically, the Top 20 games each year generate the majority of the revenue. 3

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AARP Games are a significant source of traffic and engagement on the site, representing 62% of the site’s total page views. 40% Source: Adobe SiteCatalyst, 2012

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Although Games users account for only 13% of all users on the site, their engagement with Games is high. 40% 13 • Games users on average consume 64 Games pages in a month. • The average user on AARP.org consumes 13 pages in a month. Source: Adobe SiteCatalyst, 2012

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Consumption of Games on mobile devices has grownsignificantly, up 69% in 2012 to 2.2MM page views. 1.3MM 40% Source: Adobe SiteCatalyst, 2012

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New Study: Successful aging through digital games:Socioemotional differences between older adult gamers andNon-gamers • Study to be published in the July 2013 edition of Computers in Human Behavior and available now online. • Researchers recruited 140 adults, age 63+—with average age of 77—from senior centers, religious centers, and senior living apartments • The survey revealed almost a third of the seniors played at least once a week, mostly casual games • Just over 17 percent played every day

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New Study: Successful aging through digital games:Socioemotional differences between older adult gamers andNon-gamers • The seniors also took part in a battery of perceptual, cognitive, and affective tests. These included the widely used CES-D scale for depressive symptomatology • Found that regular and occasional gamers to have significantly lower mean levels of negative affect • Gaming grandparents reported significantly better instrumental/everyday functioning than non-gamershttp://news.ncsu.edu/releases/wms-allaire-social-2013/